Explore the Participant Experience

In chapter 7 of "The Social Organization", the author explains the importance behind knowing and understanding the customer's/participant's wants and values. You must identify their wants in order to build a successful community and this got me thinking to how in business classes, they give out assignments to conduct surveys. I feel the best way to get a well balanced opinion is to conduct a survey that hits every aspect of what you would like to offer. Of course the main challenge would be getting willing people to participate in the survey, but like any other human they wouldn't mind the opportunity cost of time in order to receive some type of reward. So I guess the best way to appeal to the customers is to reward them for allowing us to know their preferences.